"Not Just Olive Young"... Word-of-Mouth Drives Foreigners to Pharmacies, Spending Surges 156%

Surge in Foreign Tourists Visiting Pharmacies During Golden Week and Labor Day Holidays

Changing Shopping Destinations for Foreign Visitors

Shift from Cosmetics to Broader Health and Beauty Products

There has been a notable surge in spending at pharmacies by foreign tourists visiting Korea. Pharmacies are quickly becoming a must-visit shopping destination for international visitors, following the popularity of “Oldamu” (Olive Young, Daiso, and Musinsa).

On May 12, Orange Square, a payment platform exclusively for foreigners, analyzed the payment data from its operated service, WOWPASS. According to the analysis, total card spending during the “golden holiday” period from April 29 to May 6 increased by approximately 18% compared to the previous year. This timeframe coincided with Japan’s Golden Week from April 29 to May 6 and the May Day holiday from May 1 to May 5 for travelers from Greater China.

In particular, pharmacy transaction volumes saw the most dramatic rise, jumping 156% year-over-year. This surge is attributed to the growing word-of-mouth popularity—centered on social networking services (SNS)—of products such as acne treatments, hangover remedies, and functional cosmetics sold at Korean pharmacies, making pharmacies a new favorite shopping stop for international tourists. In fact, large-scale pharmacies targeting foreign shoppers have been springing up in popular districts like Myeongdong and Gangnam in Seoul.

The annual pharmacy transaction growth rate hit 188% in 2024, following 156% last year, marking three consecutive years of triple-digit growth. The average transaction amount per payment was calculated to be around 47,000 won. The data indicate that consumers tend to make multiple purchases of relatively low-priced products, particularly health supplements and quasi-drugs. Major transaction areas included Seoul’s Myeongdong, Hongdae, Gangnam, and Seongsu—hotspots for foreign tourists.

Orange Square commented, “As foreign tourists’ shopping interests have broadened from primarily cosmetics to the wider health and beauty sector, pharmacies are emerging as a new shopping destination.” The amount spent at dermatology clinics also increased by 29% year-over-year.

The number of foreigners making return visits to Korea is also on the rise. The number of repeat WOWPASS users—travelers reusing cards issued on previous trips—increased by 44% compared to last year, and for the first time, the share of returning users surpassed that of new users in 2024.

There is also a growing trend of foreign tourists traveling beyond Seoul to other regional destinations. During the holiday period, 38% of card transactions in Busan and 40% in Jeju were made by cards with no previous transaction records in Seoul, indicating an increase in direct travel to regional cities by foreign tourists.

Orange Square stated, “It is becoming increasingly common for foreign tourists to choose destinations beyond just Seoul, such as Busan and Jeju,” adding, “We plan to further strengthen our payment infrastructure and services in line with the expansion of regional spending by international visitors.”